In the world of sports, Saudi Arabia’s burgeoning influence has taken center stage throughout 2023 and shows no sign of slowing down as we step into 2024. What began as a moral and existential debate has transformed into a financial whirlwind, with athletes and leagues alike eager to cash in on the Saudi kingdom’s investment.
At the dawn of 2023, concerns about Saudi Arabia’s impact on professional golf and sports, in general, were rife, with some fearing the concept of “sportswashing” and questioning the boundaries of right and wrong. However, a series of developments over the past year has shifted the narrative dramatically.
The Turning Points
The first major turning point came on June 6 when the PGA Tour announced a surprising partnership with a Saudi group, despite previously labeling the kingdom’s LIV Golf as a threat. This unexpected alliance set the stage for a cascade of changes in the world of golf. Notably, Jon Rahm, the world’s third-ranked player, made headlines by signing a contract reportedly worth around $500 million to join LIV, a move that underscored the dramatic shift in power dynamics.
In addition to golf, Saudi Arabia has extended its reach into tennis and global soccer. Talks between the Saudis and pro tennis leaders have been ongoing, while they have secured a bid to host the 2034 World Cup, cementing their presence in international soccer.
A Broader Strategy
According to Dan Durbin, director of the Institute of Sports, Media, and Society at USC, Saudi Arabia’s involvement in sports is part of a broader strategy to reshape its image from an oil-producing nation with human rights concerns. The kingdom’s entry into the sports industry serves as a form of soft diplomacy, aligning it with the global growth in sports.
Golf’s Financial Transformation
The financial implications of Saudi Arabia’s involvement are staggering. In just one year, the top 10 players on the PGA Tour saw their combined prize money increase from $86.6 million in 2022 to $124.1 million in 2023. In contrast, the top 10 on the LIV Tour collectively earned a staggering $159.4 million in 2023.
Looking Ahead to 2024
As we enter 2024, the ongoing negotiations between the PGA Tour and the Saudi investment fund are poised to determine the fate of LIV. While Rahm’s move to LIV initially raised concerns about his eligibility for prestigious events like the Ryder Cup, even critics like Rory McIlroy have suggested reconsidering their stance in light of the evolving golf landscape.
The sports world now finds itself more interested in the extent to which Saudi Arabia will continue to buy into the sports universe rather than debating the ethics of its involvement. The Saudi kingdom’s investments, spanning from Formula One to cricket’s Indian Premier League, indicate a relentless drive to reshape the global sports landscape.
Saudi Arabia’s expansion in sports has ushered in an era of transformation, financial growth, and global influence. As we embark on 2024, the world eagerly anticipates how much more the Saudi kingdom can reshape the sports industry and its own image on the global stage.
